HSBC, a top global bank with $2.6 trillion in assets, is making technology a core component of U.S. branch expansion plans.

The bank today announced the opening a new location in Cupertino, California, along with 50 planned new branches in the U.S. to be constructed over the next four years. Jeremy Balkin, head of innovation at HSBC Bank USA, told Bank Innovation that tech will be an integral part of the in-branch experience at the new locations, which are the result of a $131 million investment in retail banking transformation. The bank will be creating self-service areas equipped with digital tools to help customers learn more about products, and it will be deploying robots in some locations.

“Our customers really feel and experience HSBC in this new and improved status that we’re in today, which is not only on the digital channels but in the branch, where our people have the right systems that are better integrated and up to date with insights to be able to deliver a personalized customer experience,” Balkin said.

In addition to traditional teller-initiated transactional services, the new branches will act as enablers to help customers navigate digital banking tools, Balkin explained. The self-service bars, akin to Apple Genius Bars, will include tablets that will allow customers to do their own research on the bank’s products.

HSBC has been quickly growing its digital product suite over the past year. Recent announcements include a partnership with Amount, the technology platform of online lender Avant; a tie-up with digital wealth management platform Marstone; and the launch of the HSBC Financial Wellness Center powered by EVERFI.

In contrast to U.S. Bank and Wells Fargo, HSBC is doubling down on branches as brand marketing statements and focal points to train customers on digital banking tools. HSBC’s turn to in-branch tech also is supported by recent research, which suggests that customer satisfaction increases when digital banking experiences are paired with in-branch help. Other large banks, including Citibank, Bank of America and JPMorgan Chase, are rolling out next-generation branches to accommodate digital-first customers who may seek out additional advice.

“We’ve enabled all the [new] branches to be able to do just that — be completely full service — but we’re going to be able to do it in ways that are a little bit different,” said Pablo Sanchez, HSBC’s head of retail banking and wealth management for North America. “In Cupertino, as an example, we’ve got this self-service bar where folks can bank when, where and how they want. If they want to learn about something or take their time, we’re going to give them the facilities to do that.” The addition of digitally-assisted in-branch services help the bank free up resources for more value-added customer service interactions, he noted.

Recently, HSBC launched a series of in-store technology products to improve the efficiency of service operations in branches. In an October 2018 pilot, it equipped staff members at its 452 Fifth Avenue location in New York with Samsung Gear S3 smart watches to improve communication among employees. One year ago, the bank also deployed an in-store robot called Pepper, developed by Simbe Robotics, in four markets nationwide. Pepper acts as a focal point and guide for customers that can direct them to bankers if they require assistance, answer simple questions and offer information about products.

Since launch, customers have interacted with Pepper approximately 25,000 times, according to Balkin, and the most common inquiry from customers has been about the bank’s credit card products. A Pepper robot will be launched in Cupertino, but the bank did not say where else the robot would be deployed in the future.

With the new physical locations, HSBC’s branch count will increase to approximately 260, Balkin noted. By offering customers more physical focal points to learn about digital products and interact with bankers, the bank can enhance its relationship with customers.

“If we help [customers] and engage, they really increase their loyalty to us,” added Sanchez. “It’s a win for us because it really attracts more customers and helps us retain the ones we already have.”